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How to Create Intent-Driven Customer
Experiences?
Sheryl Kingstone, Research Director, Business Applications
How to Create Intent-Driven
Customer Experiences? A look at
CX, AI and Storytelling
2
Revolutionary or Evolutionary
How Long Has the
Industry Focused
on Customer
Experience?
“A customer is the most important visitor on our premises.
He is not dependent on us. We are dependent on him.
He is not an interruption in our work - he is the purpose of it.
We are not doing him a favour by serving him. He is doing us a favour
by giving us the opportunity to serve him.”
Who Said This?
“A customer is the most important visitor
on our premises. He is not dependent on
us. We are dependent on him. He is not an
interruption in our work - he is the purpose
of it. We are not doing him a favour by
serving him. He is doing us a favour by
giving us the opportunity to serve him.”
Who Said This?
- Mahatma Gandhi, 1890
AI changes the world
…. or does it?
Two Truths and a Lie
1. Game of Thrones created the saying “Winter is
Coming”
2. Artificial intelligence was officially founded in 1956
3. There were 115 machine learning acquisitions
totaling over $9b in the last 3 year
Two Truths and a Lie
1. There were 115 machine learning acquisitions
totaling over $9b in the last 3 years
2. Artificial intelligence was officially founded in 1956
Storytelling began with
writing on walls
We Are Back to Writing on Walls
11
So What Do CX,
AI and Storytelling
All Have in Common?
Where We Take the Future of Digital Immediacy
13
AI
CX StoryTelling
Storytelling is Making an Impact
14
Instagram Stories has “shown
a new side to our business”
Chat Stories
Picture
Stories
Interactive
Personalized
Video Stories
Each viewer charts their own
unique video experience.
System 1
Fast thinking,
automatic and unconscious
System 2
Slow thinking,
conscious and complex
Storytelling and Our Brains
RED
GREEN
BLUE
ORANGE
YELLOW
RED
Storytelling and Our Brains- Recap
22
Storytelling paradigms
organize our thinking and
how we engage
The brain is programmed to
identify patterns
When choices become
more complex, we
experience stress and
avoid decision-making
What Does This
Have To Do With AI?
What Do Human’s Do Best?
CognitionToolsReason Self-awarenessLanguage
?
Dual representation is our ability to assign
meaning to symbols – in essence,
contextual reasoning
AI gets more real, thanks to contextual
machine learning
Machine Learning and Storytelling
30
Automate Data Discovery
Develop Richer Storytelling
Extract Deeper Insights from Data
Eliminate Error Prone Human-Driven
Investigation
Bridges Gap Between Content and Data
Rich Media
Interactivity
AI Makes Creativity Scalable and Intelligent
31
Old Model New Model
1 Story-
MILLIONS
PEOPLE TO READ
AN AUDIENCE
OF 1
MILLIONS OF STORIES
INTENDED TO
Humans Can Get in the Way
32
AI Winter Is Over and We Are Finally in an AI Spring
AI Can Achieve Contextual
Relevance That Is Scalable
Intelligent applications can
take over the execution part
It requires new levels of trust
33
What Does This
Mean for the
Future of CX?
Simplified, Targeted Message Using
Intelligence to Tell Stories
Without the Right Data, it
Will Fail
Not About the Bot, but
the Conversation
1:1 Rich Media with
Dynamic Content
Data Intelligent AutomationDynamic Engagement
Systems of Engagement Demand Intelligent Software
While context drives omni-channel, context-aware process-driven
applications are the future
Cognitive and self-learning systems as well as the data that drives them
play an increasing role in the evolution of customer-facing business
applications, whether it be sales, service or marketing
Intelligent business applications are really the only way to understand,
contextualize and embed data intelligently into business process
Personalization Must Take a Hybrid Approach
Deterministic CognitiveHybrid
• Limited Human
Intervention
• Algorithmic
• 1:1
• Pre-
determined
• Rules-Based
• Segment
Capture real-time content and data, and then dynamically interact with relevant
content based on explicit signals such as search and implicit signals such as first
party customer data
Why Should You Care?
Less Than 25% Have a Formal Digital Transformation
Strategy
Customer Experience Shifts Drive Digital Transformation
• Meeting demands of empowered
customer
• Stop asking customers to adapt to
company processes or technology
constraint
• New competitive threats demand
speed to market
• Analytics and data critical component
to delivering contextually-driven
engagement.
New Channels of Engagement
Yesterday’s world was about one-
way customer interactions;
today’s is about self-directed, on-
demand two-way engagement
anywhere on any device to
ensure a positive experience.
Customers want to communicate
on their terms in their preferred
channels
Mobile is Changing Consumer Dynamics Toward
Personalization Strategies
46% would share personal information with a
retailer or brand for better rewards
50% would strongly recommend a company to
friends and family if it has mobile loyalty
programs that offered personalized rewards
49% would like to receive personalized information
based on immediate location
Customer-Facing Machine Learning Strategies
• Based on behavior the service predicts
and dynamically adjusts email based
on likelihood to open messages
Delivery or
Send time
optimization
• Dynamically choose best subject lines
Subject line
optimization
• Rapidly find content that will drive
conversion for each individual
subscriber
Dynamic
Content
Optimization
• Rapidly create offer that will drive
conversion for each individual
subscriber
Dynamic Offer
Optimization
Intelligent Personalization Drives Success Across All Channels
• 34% conversion lift when targeting visitors with industry specific content.
30% Increase in Revenue/VisitorPersonalized Site
• Email conversions less'than'1% Utilized targeted in-app messages
instead 4-5'times better than email with 71% lift over controlA/B testing on Upsell Offer
• Better insight improved shopping cart retention led to roughly $3million in
additional revenueShopping Cart Improvements
• 3.5 increase in click-throughs and 60% higher in effective cost per
thousand impressions. (eCPM)Ad Revenue Improvements
• Over 50% users are adding profile and preferences for personalized
offers
• 13.4% to 100% Click-through rate on top 25% of offers
Personalized Offers
Goal is as old as the beginnings of Trade
▪ Revenue improvements with dynamic experiences
▪ Cost Reduction using Intelligent Automation
▪ Extinction -- If you don’t do it, your competition
46
We’ve Only Just Begun
47
Let’s Connect
• Customer Experience a Catalyst for Digital Transformation
• Upcoming Preview on 2017
• Keynote Presentations
• Digital Transformation Maturation
48
Thank You!
sheryl.kingstone@451research.com
@skingstone
49

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Sheryl Kingstone - How to Create Insight-Driven Customer Experiences

  • 1. How to Create Intent-Driven Customer Experiences? Sheryl Kingstone, Research Director, Business Applications
  • 2. How to Create Intent-Driven Customer Experiences? A look at CX, AI and Storytelling 2
  • 4. How Long Has the Industry Focused on Customer Experience?
  • 5. “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work - he is the purpose of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to serve him.” Who Said This?
  • 6. “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work - he is the purpose of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to serve him.” Who Said This? - Mahatma Gandhi, 1890
  • 7. AI changes the world …. or does it?
  • 8. Two Truths and a Lie 1. Game of Thrones created the saying “Winter is Coming” 2. Artificial intelligence was officially founded in 1956 3. There were 115 machine learning acquisitions totaling over $9b in the last 3 year
  • 9. Two Truths and a Lie 1. There were 115 machine learning acquisitions totaling over $9b in the last 3 years 2. Artificial intelligence was officially founded in 1956
  • 11. We Are Back to Writing on Walls 11
  • 12. So What Do CX, AI and Storytelling All Have in Common?
  • 13. Where We Take the Future of Digital Immediacy 13 AI CX StoryTelling
  • 14. Storytelling is Making an Impact 14 Instagram Stories has “shown a new side to our business” Chat Stories Picture Stories Interactive Personalized Video Stories Each viewer charts their own unique video experience.
  • 15. System 1 Fast thinking, automatic and unconscious System 2 Slow thinking, conscious and complex Storytelling and Our Brains
  • 16. RED
  • 17. GREEN
  • 18. BLUE
  • 21. RED
  • 22. Storytelling and Our Brains- Recap 22 Storytelling paradigms organize our thinking and how we engage The brain is programmed to identify patterns When choices become more complex, we experience stress and avoid decision-making
  • 23. What Does This Have To Do With AI?
  • 24. What Do Human’s Do Best? CognitionToolsReason Self-awarenessLanguage ?
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Dual representation is our ability to assign meaning to symbols – in essence, contextual reasoning AI gets more real, thanks to contextual machine learning
  • 30. Machine Learning and Storytelling 30 Automate Data Discovery Develop Richer Storytelling Extract Deeper Insights from Data Eliminate Error Prone Human-Driven Investigation Bridges Gap Between Content and Data Rich Media Interactivity
  • 31. AI Makes Creativity Scalable and Intelligent 31 Old Model New Model 1 Story- MILLIONS PEOPLE TO READ AN AUDIENCE OF 1 MILLIONS OF STORIES INTENDED TO
  • 32. Humans Can Get in the Way 32
  • 33. AI Winter Is Over and We Are Finally in an AI Spring AI Can Achieve Contextual Relevance That Is Scalable Intelligent applications can take over the execution part It requires new levels of trust 33
  • 34. What Does This Mean for the Future of CX?
  • 35. Simplified, Targeted Message Using Intelligence to Tell Stories
  • 36. Without the Right Data, it Will Fail Not About the Bot, but the Conversation 1:1 Rich Media with Dynamic Content Data Intelligent AutomationDynamic Engagement
  • 37. Systems of Engagement Demand Intelligent Software While context drives omni-channel, context-aware process-driven applications are the future Cognitive and self-learning systems as well as the data that drives them play an increasing role in the evolution of customer-facing business applications, whether it be sales, service or marketing Intelligent business applications are really the only way to understand, contextualize and embed data intelligently into business process
  • 38. Personalization Must Take a Hybrid Approach Deterministic CognitiveHybrid • Limited Human Intervention • Algorithmic • 1:1 • Pre- determined • Rules-Based • Segment Capture real-time content and data, and then dynamically interact with relevant content based on explicit signals such as search and implicit signals such as first party customer data
  • 39. Why Should You Care?
  • 40. Less Than 25% Have a Formal Digital Transformation Strategy
  • 41. Customer Experience Shifts Drive Digital Transformation • Meeting demands of empowered customer • Stop asking customers to adapt to company processes or technology constraint • New competitive threats demand speed to market • Analytics and data critical component to delivering contextually-driven engagement.
  • 42. New Channels of Engagement Yesterday’s world was about one- way customer interactions; today’s is about self-directed, on- demand two-way engagement anywhere on any device to ensure a positive experience. Customers want to communicate on their terms in their preferred channels
  • 43. Mobile is Changing Consumer Dynamics Toward Personalization Strategies 46% would share personal information with a retailer or brand for better rewards 50% would strongly recommend a company to friends and family if it has mobile loyalty programs that offered personalized rewards 49% would like to receive personalized information based on immediate location
  • 44. Customer-Facing Machine Learning Strategies • Based on behavior the service predicts and dynamically adjusts email based on likelihood to open messages Delivery or Send time optimization • Dynamically choose best subject lines Subject line optimization • Rapidly find content that will drive conversion for each individual subscriber Dynamic Content Optimization • Rapidly create offer that will drive conversion for each individual subscriber Dynamic Offer Optimization
  • 45. Intelligent Personalization Drives Success Across All Channels • 34% conversion lift when targeting visitors with industry specific content. 30% Increase in Revenue/VisitorPersonalized Site • Email conversions less'than'1% Utilized targeted in-app messages instead 4-5'times better than email with 71% lift over controlA/B testing on Upsell Offer • Better insight improved shopping cart retention led to roughly $3million in additional revenueShopping Cart Improvements • 3.5 increase in click-throughs and 60% higher in effective cost per thousand impressions. (eCPM)Ad Revenue Improvements • Over 50% users are adding profile and preferences for personalized offers • 13.4% to 100% Click-through rate on top 25% of offers Personalized Offers
  • 46. Goal is as old as the beginnings of Trade ▪ Revenue improvements with dynamic experiences ▪ Cost Reduction using Intelligent Automation ▪ Extinction -- If you don’t do it, your competition 46
  • 47. We’ve Only Just Begun 47
  • 48. Let’s Connect • Customer Experience a Catalyst for Digital Transformation • Upcoming Preview on 2017 • Keynote Presentations • Digital Transformation Maturation 48

Editor's Notes

  1. No longer are users limited to what they themselves discover. Implementing ML to assist with mining big data also means developing RICHER story-telling capabilities. Combining human expertise with unbiased machine intelligence delivers a powerful combination of human and machine interaction of which almost every business can benefit from. As DATA GROWS, HUMAN-driven investigation of that data becomes less and less effective causing ERRORS to become more prevalent. In the case of story-telling, reliance on human interpretation may translate to telling the WRONG STORY or one that doesn’t take into account the entire story.
  2. Why Should You Care?
  3. And so if you take away nothing else, let it be this. It’s up to us as storytellers to adapt to the new world, embrace the change and create powerful customer experiences. If we can succeed at this, we can REDEFINE THE WORLD. We’ve only just begun….What is your story. My COLLEAGUES and I are here in the room– whether your business trying to understand the technology landscape or a vendor trying to tell better stories...I want to hear it. So do they....Tell me your story...
  4. And so if you take away nothing else, let it be this. It’s up to us as storytellers to adapt to the new world, embrace the change and create powerful customer experiences. If we can succeed at this, we can REDEFINE THE WORLD. We’ve only just begun….What is your story. My COLLEAGUES and I are here in the room– whether your business trying to understand the technology landscape or a vendor trying to tell better stories...I want to hear it. So do they....Tell me your story...